【摘要】：隨著我國(guó)社會(huì)主義市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展和金融業(yè)現(xiàn)代化進(jìn)程的推進(jìn),銀行保險(xiǎn)作為銀行業(yè)、保險(xiǎn)業(yè)合作的一種手段,得到了長(zhǎng)足的發(fā)展,在個(gè)人理財(cái)市場(chǎng)上占據(jù)著一席之地,也成為了我國(guó)保險(xiǎn)公司、特別是壽險(xiǎn)公司產(chǎn)品營(yíng)銷(xiāo)的主要渠道之一。我國(guó)的銀行保險(xiǎn)業(yè)務(wù)自上世紀(jì)90年代產(chǎn)生以來(lái),已經(jīng)走過(guò)了近20年的發(fā)展歷程。在取得很大成功、占據(jù)個(gè)人理財(cái)市場(chǎng)上較大份額的同時(shí),由于銀行保險(xiǎn)產(chǎn)品在我國(guó)個(gè)人理財(cái)市場(chǎng)上面臨儲(chǔ)蓄、銀行理財(cái)產(chǎn)品等替代品日益激烈的競(jìng)爭(zhēng),也導(dǎo)致了不少問(wèn)題的顯現(xiàn)。其中,同銀行保險(xiǎn)產(chǎn)品有關(guān)的問(wèn)題,特別是人身險(xiǎn)銀保產(chǎn)品的開(kāi)發(fā)、營(yíng)銷(xiāo)中所存在的問(wèn)題,尤為突出。這些問(wèn)題從源頭上看,是由于我國(guó)壽險(xiǎn)公司片面強(qiáng)調(diào)保費(fèi)規(guī)模,營(yíng)銷(xiāo)手段單一和落后。這些問(wèn)題的持續(xù)存在,已經(jīng)嚴(yán)重影響了我國(guó)壽險(xiǎn)銀保業(yè)務(wù)的健康發(fā)展和持續(xù)增長(zhǎng)。具體而言,我國(guó)壽險(xiǎn)公司的銀保產(chǎn)品開(kāi)發(fā)主要存在過(guò)分強(qiáng)調(diào)收益而忽視保障功能、產(chǎn)品雷同、險(xiǎn)種結(jié)構(gòu)不合理、與銀行金融產(chǎn)品互補(bǔ)性不強(qiáng)等一系列問(wèn)題,而這些問(wèn)題從根本上來(lái)說(shuō)則源自銀保產(chǎn)品的營(yíng)銷(xiāo)策略問(wèn)題,主要表現(xiàn)在壽險(xiǎn)公司營(yíng)銷(xiāo)激勵(lì)機(jī)制存在缺陷、銀保產(chǎn)品與銷(xiāo)售渠道匹配度差、技術(shù)支持力度不足,以及重視新客戶、輕視已有客戶資源維護(hù)等各個(gè)方面。而要解決這些問(wèn)題,則必須推進(jìn)銀行保險(xiǎn)產(chǎn)品開(kāi)發(fā)和營(yíng)銷(xiāo)的創(chuàng)新,具體而言,包括如下措施：銀保產(chǎn)品開(kāi)發(fā)要與銀行自身業(yè)務(wù)實(shí)現(xiàn)互補(bǔ)與融合、銀保人身險(xiǎn)產(chǎn)品的保障功能必須得到完善、銀保產(chǎn)品的營(yíng)銷(xiāo)渠道需要實(shí)現(xiàn)多元化等。 從論文結(jié)構(gòu)來(lái)看,文章以銀行保險(xiǎn)產(chǎn)品的研究為主題,按照嚴(yán)謹(jǐn)?shù)倪壿嫎?gòu)造依次遞進(jìn),總共分為五個(gè)章節(jié)。第一章簡(jiǎn)要介紹了銀行保險(xiǎn)的定義、影響因素、業(yè)務(wù)模式與我國(guó)銀保業(yè)務(wù)的發(fā)展概況,主要是對(duì)銀行保險(xiǎn)進(jìn)行一些概念性的敘述,為論文接下來(lái)的分析打下基礎(chǔ)。第二章主要著眼于我國(guó)銀保產(chǎn)品的發(fā)展環(huán)境及影響我國(guó)銀保產(chǎn)品供給與需求的主要因素,是對(duì)我國(guó)銀保業(yè)務(wù)市場(chǎng)環(huán)境現(xiàn)狀的整理和闡述。第三章分類(lèi)列舉了我國(guó)壽險(xiǎn)公司推出的銀行保險(xiǎn)產(chǎn)品,并輔以典型產(chǎn)品實(shí)例,提出了我國(guó)銀行保險(xiǎn)產(chǎn)品營(yíng)銷(xiāo)和產(chǎn)品開(kāi)發(fā)中所存在的問(wèn)題,還用較大篇幅分析了這些問(wèn)題產(chǎn)生的原因。為了借鑒一些發(fā)達(dá)經(jīng)濟(jì)體的銀行保險(xiǎn)產(chǎn)品開(kāi)發(fā)與營(yíng)銷(xiāo)的成功經(jīng)驗(yàn),論文的第四章專門(mén)對(duì)境外的銀行保險(xiǎn)產(chǎn)品進(jìn)行了介紹,并對(duì)一些可供我國(guó)壽險(xiǎn)企業(yè)參考的經(jīng)驗(yàn)進(jìn)行了歸納總結(jié)。第五章是論文最重要、最具創(chuàng)新性的部分。文章通過(guò)對(duì)前四個(gè)部分的總結(jié),基于我國(guó)個(gè)人理財(cái)市場(chǎng)的現(xiàn)實(shí)背景提出了我國(guó)壽險(xiǎn)公司銀保產(chǎn)品開(kāi)發(fā)和營(yíng)銷(xiāo)方式可行的創(chuàng)新思路和具體改進(jìn)方向。第六章為結(jié)論部分,對(duì)全文分析進(jìn)行了簡(jiǎn)要總結(jié)和概括。
[Abstract]:With the continuous development of socialist market economy and the advancement of the modernization of financial industry, bancassurance, as a means of cooperation in banking and insurance industry, has gained considerable development and occupies a place in the market of personal finance. Also became our country insurance company, especially the life insurance company product marketing one of main channels. China's bancassurance business has gone through nearly 20 years since it came into being in 1990's. In order to achieve great success and occupy a large share of the personal finance market, because the bancassurance products are facing savings in the personal finance market of our country, the substitutes such as bank financial products have become increasingly fierce competition. It also led to the emergence of many problems. Among them, the problems related to bancassurance products, especially the development and marketing of life insurance products, are particularly prominent. From the source, these problems are due to the one-sided emphasis on the premium scale and the single and backward marketing means of the life insurance companies in our country. The persistence of these problems has seriously affected the healthy development and sustained growth of life insurance business in China. In particular, there are a series of problems in the development of Chinese life insurance companies, such as over-emphasizing the income but neglecting the safeguard function, product similarity, irrational insurance structure, and not strong complementarity with bank financial products, and so on. These problems are fundamentally due to the marketing strategies of the Bancassurance products, which are mainly reflected in the defects in the marketing incentive mechanism of the life insurance companies, the poor matching degree between the Bancassurance products and the sales channels, the insufficient technical support, and the importance attached to new customers. Despise the existing customer resources maintenance and other aspects. To solve these problems, we must promote innovation in the development and marketing of bancassurance products, including the following measures: the development of bancassurance products should complement and integrate with the banks' own business. The function of Bancassurance life insurance products must be improved, and the marketing channels of Bancassurance products should be diversified. According to the structure of the thesis, the thesis is divided into five chapters. The first chapter briefly introduces the definition of bancassurance, influencing factors, business model and the development of bancassurance business in China. It mainly gives a conceptual description of bancassurance, which lays a foundation for the next analysis of the thesis. The second chapter focuses on the development environment of China's bancassurance products and the main factors affecting the supply and demand of China's bancassurance products. The third chapter lists the bancassurance products launched by Chinese life insurance companies, and puts forward the problems existing in the marketing and development of bancassurance products. It also analyses the causes of these problems. In order to draw lessons from the successful experience in the development and marketing of bancassurance products in some developed economies, the fourth chapter of this paper is devoted to the introduction of foreign bancassurance products. Some experiences of life insurance enterprises in China are summarized and summarized. The fifth chapter is the most important and innovative part of the thesis. Based on the summary of the first four parts and the realistic background of personal finance market in our country, this paper puts forward the feasible innovative thinking and concrete improvement direction of the development and marketing methods of the life insurance products of our country's life insurance companies. The sixth chapter is the conclusion part, the full text analysis has carried on the brief summary and the summary.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F842.3

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